SportGroup Holding: More Leads, Sharper Funnel

ManufacturingGoogle AdsLead Generation

SportGroup Holding is one of the world’s leading companies for outdoor sports surfaces.

Since 1969, the group has built the ground that sport is played on, with brands such as Polytan, AstroTurf, APT and Laykold, and thousands of pitches and running tracks installed around the globe. Its turf has even made Olympic history: the world’s first CO2-neutral artificial turf, laid for field hockey at the Paris 2024 Games. Melos is SportGroup’s brand for high-performance materials: one of the leading international producers of coloured EPDM granules for running tracks, playground safety flooring and artificial turf, plus cable compounds for industry.

“Mediacharge supports our growth with a holistic view, setting up demand generation structures and performance marketing frameworks that noticeably improved our lead generation and customer acquisition. They regularly bring in new opportunities and approaches that help us staying ahead of the competition. Overall, Mediacharge is a partner we can rely on both strategically and operationally.”

Luigi di BellaMarketing Manager, Melos

Opportunity

Melos sells to specialists: sports surface installers, flooring contractors and cable manufacturers.

These buyers do their homework online. According to Gartner, B2B buyers spend only 17% of their purchase journey meeting potential suppliers, and more of it researching independently online. For a niche industrial supplier, that means decisions are shaped long before sales gets a call. The opportunity was to be present in those research moments with precise paid media, and to turn every visit into a qualified enquiry instead of a click that goes nowhere.

“Niche buyers do their homework long before they call. We fixed the data first, then put Melos in every research moment that matters.”

Ben DietrichCEO & Founder

Approach

Since October 2025, Mediacharge has been Melos’s ongoing paid media partner, with one clear goal: more qualified leads from the same budget.

The first step was a clean foundation, with lead tracking that counts real enquiries only and a privacy-first consent setup built for European data protection. On that basis, campaigns were sharpened around buyer intent, and the journey from first click to enquiry form was optimised for conversion. Melos and Mediacharge work in a close weekly rhythm: testing, measuring and doubling down on what drives enquiries.

Same budget. More qualified leads.

Result

The sharper setup paid off quickly.

Leads from paid search grew by around a third year over year, with the same budget behind them, and the cost per lead fell by more than 20%. Both gains came under a much stricter consent setup that measures fewer conversions than before, so the real effect is likely even larger. For Melos, paid media has become a dependable source of new enquiries, built on data it can trust.